Russian Confectionary Brand

SituationA French confectionary group had just purchased a small Russian brand and wanted revise its advertising policy and agency mix.

ChallengeThe Russian company's lack of experience in larger scale advertising, and the fact that they had no media professional on staff made it difficult to manage this process by themselves.

ResponseTo establish a baseline, our associate used additional and new market research to analyse the company's various media activities and the impact of advertising efforts on sales. This lead to an advertising briefing template that was sales rather than image driven.

The process was followed through by managing the complete agency-client communication process: pitch management, choosing the most suitable agency, developing the full documentation for them, and instructing the chosen agency during the planning process.